Dive Brief:
- Facebook has announced it will be rolling out new metrics for its auto-play newsfeed videos in the coming weeks.
- Currently, all Facebook offers is the number of people who started watching a video.
- The new data will include metrics for video views, unique views, average duration of video, and audience retention.
Dive Insight:
Video is becoming a critical piece of digital and social media marketing campaigns. To retain advertisers, Facebook has to serve up more measurements on its videos. Right now, the social site is offering up metrics to both organic video posts and ads, but ad buyers receive a bit more information. Facebook needs to make it worthwhile for advertisers to post videos, and detailed metrics should help.
